The eternal return of the social shading From MSN to Instagram through TikTok: phenomenology of a language of its own
We don’t remember a world without social media. We don’t remember a world without some way to 1) communicate with our friends through images, tweets, GIFs, memes 2) risk being approached by strangers from all over the world without knowing their identity at an age when maybe it would have been better not to 3) be able to throw subtle digs in seemingly neutral spaces, hoping they hit the mark and that the right person picks up on them and maybe responds in turn. It’s a form of communication, expression, and connection too, after all. Perhaps one of the most fundamental and original forms of social media, right after forums and blogs.
Subtle digs in MSN statuses
Think about it. The first thing were MSN statuses. Customizable through color codes and formatting (our first experience with HTML after Tumblr, for enthusiasts), they were the first subtle digs we wrote and, of course, received in return. It’s part of the game, baby. Their effectiveness was limited, only your contacts could read them, but back then it was more than enough. After all, who were we supposed to send messages to at 13 if not to our first crush or that frenemy who made up wild vacations and passionate beach kisses we absolutely didn’t believe in?
@passport2chaos Every MSN status was either a cry for help or a targeted attack #msn #nostalgia #millenial #relatable #comedy original sound - nadine
Facebook and Instagram: subtle digs expand and conquer new territories
Then came Facebook, now basically one big small-town passive-aggressive exchange among furious fifty-year-olds, and of course Instagram, where passive-aggressiveness has taken on increasingly layered forms. It’s happened to me, maybe it was too subtle, but I’ve sent fiery messages just by sharing certain songs in my stories, without writing anything. The display of a perfect life, in a way, is a subtle dig in itself, like shouting at your enemies: have you seen how happy I am and how little I need you? Have you seen my cappuccino, the parties I go to, the things I buy?
The privacy issue on TikTok doesn’t stop passive-aggressiveness
With TikTok, the subtle dig goes full circle and becomes global, even viral. Every day we see, and we’ve already talked about it, people sending direct messages to an ex, to a professional who wronged them, to literally anyone who doesn’t behave the way they want. For personal satisfaction, for revenge, out of spite, as an outlet, or as a form of calling out. Everything goes, and we can’t control who will see the content, which - even without tags - tends to reach its target thanks to the mysterious powers of social media. If we take away from our right to gossip the right to others’ privacy, what happens? Good question, time will tell.
@veloursoiree like BOO go on somewhere cry harder lmao and yes this is direct shade to my weird ah manipulative ah ex who somehow still has the belief that I’ve been staking his reposts, like no it’s been 2 months that you’ve been an afterthought lmao #fyp #lol #idkwhattohashtag #wlw #relatable #sendhelp original sound - damntheyrelatable._
The eternal return: Instagram notes and MSN statuses
There’s a relatively new feature that takes us straight back to our teenage years, in a circular composition worthy of ancient Greek literature. We’re talking about Instagram notes. You know them? If you go to the app’s messages section, you’ll see at the top the profile pictures of people you follow with little bubbles, almost like a comic strip. They’re called notes, they can contain music or thoughts, you can interact with them, customize them with emojis, and color them however you like. What do they remind you of? MSN statuses, of course. A not-too-obvious way to throw wonderful subtle digs, hoping for a private reply. As always, forever.
